The basic structure of agencies hasn't changed much in 20 years, but the competition has exploded, according to Rapp Worldwide CEO Marco Scognamiglio.
"Your Wundermans, your Ogilvys, your RAPPs are still big, successful businesses. We've done very few acquisitions. We've grown organically," Marco Scognamiglio says in the latest episode of AdExchanger Talks.
As big brands seeking younger audiences move TV budgets online, some have been put off by digital's triple threat: brand safety, viewability and fraud.
Hulu is there for them.
Hulu basically offers the benefits of TV in a digital buy, according to Doug Fleming, Hula’s head of advanced TV. Seventy-seven percent of Hulu viewing happens on a TV device, offering advertisers the creative impact of television with the data advantages of digital.
CEO Mike Shehan is focused on building out SpotX's capabilities in linear and connected TV. That initiative requires a substantial investment in engineering and sales for a company that started life as a video ad exchange – its original name was SpotXchange – but has evolved into a complete monetization platform.